He was unhappy that his vampire books (like The Lord's Return) were not successful, while more romantic books (like Silverlight) were bestsellers. What nobody realized was how far he was willing to go to change that.
Scooby-Doo! Music of the Vampire
His books were doing badly, so he dressed up as Lord Valdronya and duped the Fangenschanz actor troupe into helping him stage a vampire wedding for the publicity it would bring.